VISIBILITY ANALYSIS OF HUGE OUTDOOR ADVERTISEMENTS ALONG GUADALUPE BRIDGE IN EDSA HIGHWAY FROM STRUCTURE-FROM-MOTION PHOTOGRAMMETRY

Abstract. When it comes to business and marketing, huge outdoor advertising is considered as one of the best ways by contributing largely in disseminating information about a product, service or even raise awareness. With commuters or the people riding in a moving car as its target audience, the placement of advertising materials is very crucial since it should be visible and must deliver its message in a short span of time. This study tests the methodology of gathering data using action camera and DSLR mounted and situated on a moving vehicle, utilizing structure from motion techniques, to extract the geometry of the billboards from the point cloud generated from structure-from-motion as acquired from camera videos that would be used to represent these billboards in the three-dimensional space. These extracted geometries would be used for visibility analysis from a passenger’s point of view by assessing the percentage of visible content and logos of each billboard from each point of observation along the path of a moving vehicle. The results of this study are nine sets of mean percent visibilities and raster representations that show the mean percent visibility of the billboards as viewed from the road of interest. To assess product placement effectiveness of the billboards, visibility percentage of the product logos contained in the nine billboards was also obtained.